Sprig Introduces the Greening of Women’s Sites April 23, 2007Posted by David Card in Media.
Washington Post Co.ís digital group, Washingtonpost.Newsweek Interactive, today rolls out a womenís lifestyle site with a green twist, Sprig. Created by the folks behind Rodaleís Organic Style magazine, Sprig will offer about half a dozen new stories a day, video, and an extensive database of eco-friendly products and services. Itís also got a little Daily Candy in it Ė a daily digital newsletter is almost more important than the site. WBNI execs say theyíve got 85,000 newsletter subscribers already, with minimal marketing (youíll see co-registration at other WPNI sites).
Womenís content is feeling a little crowded these days, and Sprig doesnít have a cross-media or social media angle (at least not yet). However, it looks slick, has good genes, and WPNI isnít going to break the bank building it. Itís aiming to be some usersí second or third green site, and/or their second or third fashion site. WPNIís digital sales force, about 35 to 40 strong, is behind Sprig, and the newsletter approach offers a site traffic-driver. And green is in. All looks promising.